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Digital Marketing Applications

Edited By Hatice Aydin

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

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1 The Effect of Digitalization on Marketing Paradigm


Aysel Kurnaz

1   The Effect of Digitalization on Marketing Paradigm


The scientists agree on four important stages or revolutions regarding the transformations during the industrial history. The transitions or shifts between the economic benefit-based industrial revolution periods have brought about economic and sociological consequences as well as production-based changes and transformations. The economic and sociological transformations and shifts between periods and relevant areas have exerted structural impact on theory and practice. One of the areas affecting theory and practice most is marketing.

It is called a revolution due to the fact that the change in the focus and method of production has generated huge social and structural transformations both in economic sense and in social upper system during these four relevant industrial periods. Industrial revolutions are used to explain the production-oriented transformations based on economic benefit model. The relationship of production-oriented transformations with consumption (i.e. marketing) and their effects are considered to be secondary issues. Considering this situation in the literature and with specific focus on the topic, this study will handle the relationships and effects of the foci, methods and forms of industrial revolutions in comparison to consumption (i.e. marketing) and seek an answer for the question whether they are different paradigms or whether they are complementary approaches within the same paradigm.

In this chapter which aims to analyze the effects of the shifts between the industrial revolution periods on marketing, the concept of ‘paradigm’ was addressed as...

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